Turning Touchpoints Into Touchstones: Revenue Attribution in B2B with Laura Erdem

If you work in sales or marketing, there are probably two questions that keep you up at night: “What’s led past customers to our product?” and (2) “What will lead future customers to our product?”On today’s episode, Rachel Ann Kreis and Jiaqi Pan are joined by Laura Erdem (Sales Manager at Dreamdata) to talk all things revenue attribution, which helps companies of all sizes answer these very questions. Laura underscores the importance of aligning marketing strategies with sales initiatives to effectively map out the customer journey and identify the many (not just one) touchpoints that led to a conversion.Join us as we discuss:How linear attribution models can oversimplify the complexity of the customer journeyThe practical attributions of attribution dataFinding the “sweet spot” between too many attribution initiatives and too few attribution initiatives Transactional vs. relationship-oriented sales strategies